Online Museums Segmentation with Structured Data: The Case of the Canary Island’s Online Marketplace
This paper’s primary objective is to segment the online marketplace of the Canary Islands’ museums by using different conversion funnel metrics. Little systematic research exists on digital user behaviour, and much less is known about how to segment cultural users with structured data from manually...
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| Format: | Article |
| Language: | English |
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MDPI AG
2021-10-01
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| Series: | Journal of Theoretical and Applied Electronic Commerce Research |
| Subjects: | |
| Online Access: | https://www.mdpi.com/0718-1876/16/7/151 |
| _version_ | 1797503087815950336 |
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| author | Gonzalo Díaz Meneses Miriam Estupiñán Ojeda Neringa Vilkaité-Vaitoné |
| author_facet | Gonzalo Díaz Meneses Miriam Estupiñán Ojeda Neringa Vilkaité-Vaitoné |
| author_sort | Gonzalo Díaz Meneses |
| collection | DOAJ |
| description | This paper’s primary objective is to segment the online marketplace of the Canary Islands’ museums by using different conversion funnel metrics. Little systematic research exists on digital user behaviour, and much less is known about how to segment cultural users with structured data from manually extracted and SEO software sources. With this aim in mind, we built a database with data related to the different phases of the conversion funnel of the museums to segment this online museum marketplace. In the findings, not only do we acknowledge the existence of different segments, but we also provide insight into the user’s digital behaviour by considering different metrics from the different phases of the conversion model process (awareness, consideration, conversion and loyalty). The originality of this paper is multifold. Firstly, it estimates the potential optimisation of these websites to improve the digital marketing implemented by the museum sector of the Canary Islands. Secondly, it sheds light on what benchmarking tactics and statistics procedures can be followed to carry out a non-hierarchical segmentation with standardised and comparable data. Thirdly, it contributes to the literature of digital marketing by eclectically combining the conversion funnel model, benchmarking techniques and non-hierarchical segmentation procedures. |
| first_indexed | 2024-03-10T03:45:30Z |
| format | Article |
| id | doaj.art-0341fea0ab8643c5b703290dcd79f4a9 |
| institution | Directory Open Access Journal |
| issn | 0718-1876 |
| language | English |
| last_indexed | 2024-03-10T03:45:30Z |
| publishDate | 2021-10-01 |
| publisher | MDPI AG |
| record_format | Article |
| series | Journal of Theoretical and Applied Electronic Commerce Research |
| spelling | doaj.art-0341fea0ab8643c5b703290dcd79f4a92023-11-23T09:09:23ZengMDPI AGJournal of Theoretical and Applied Electronic Commerce Research0718-18762021-10-011672750276710.3390/jtaer16070151Online Museums Segmentation with Structured Data: The Case of the Canary Island’s Online MarketplaceGonzalo Díaz Meneses0Miriam Estupiñán Ojeda1Neringa Vilkaité-Vaitoné2Department of Economics and Business, University of Las Palmas de Gran Canaria, The Canary I, 35017 Las Palmas de Gran Canaria, SpainDepartment of Economics and Business, University of Las Palmas de Gran Canaria, The Canary I, 35017 Las Palmas de Gran Canaria, SpainDepartment of Management, Vilnius Gediminas Technical University, 10223 Vilnius, LithuaniaThis paper’s primary objective is to segment the online marketplace of the Canary Islands’ museums by using different conversion funnel metrics. Little systematic research exists on digital user behaviour, and much less is known about how to segment cultural users with structured data from manually extracted and SEO software sources. With this aim in mind, we built a database with data related to the different phases of the conversion funnel of the museums to segment this online museum marketplace. In the findings, not only do we acknowledge the existence of different segments, but we also provide insight into the user’s digital behaviour by considering different metrics from the different phases of the conversion model process (awareness, consideration, conversion and loyalty). The originality of this paper is multifold. Firstly, it estimates the potential optimisation of these websites to improve the digital marketing implemented by the museum sector of the Canary Islands. Secondly, it sheds light on what benchmarking tactics and statistics procedures can be followed to carry out a non-hierarchical segmentation with standardised and comparable data. Thirdly, it contributes to the literature of digital marketing by eclectically combining the conversion funnel model, benchmarking techniques and non-hierarchical segmentation procedures.https://www.mdpi.com/0718-1876/16/7/151segmentationmuseumonline user behaviourdigital marketing |
| spellingShingle | Gonzalo Díaz Meneses Miriam Estupiñán Ojeda Neringa Vilkaité-Vaitoné Online Museums Segmentation with Structured Data: The Case of the Canary Island’s Online Marketplace Journal of Theoretical and Applied Electronic Commerce Research segmentation museum online user behaviour digital marketing |
| title | Online Museums Segmentation with Structured Data: The Case of the Canary Island’s Online Marketplace |
| title_full | Online Museums Segmentation with Structured Data: The Case of the Canary Island’s Online Marketplace |
| title_fullStr | Online Museums Segmentation with Structured Data: The Case of the Canary Island’s Online Marketplace |
| title_full_unstemmed | Online Museums Segmentation with Structured Data: The Case of the Canary Island’s Online Marketplace |
| title_short | Online Museums Segmentation with Structured Data: The Case of the Canary Island’s Online Marketplace |
| title_sort | online museums segmentation with structured data the case of the canary island s online marketplace |
| topic | segmentation museum online user behaviour digital marketing |
| url | https://www.mdpi.com/0718-1876/16/7/151 |
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